Big Bang Case Study

strictly

business as usual

Case Study Console Enterprises Limited

the quick introduction

The Big Bang Project is a hands on, action based performance improvement partner, focusing on People, Technology, Strategy and Marketing.

We work to equip individuals and organisations with the tools, attitude, confidence and motivation to independently maintain the results achieved.

strictly

business as usual

Recovery, Rebrand, Repositioning

setting the scene

CEL was a business spun out of the former quoted high street retailers Game and Gamestation. The business’s core offering was the repair, refurbishment and upgrading of mainstream gaming consoles, exclusively in the B2B arena.

CEL had a heavy reliance on what was, to all intents and purposes, a de facto subsidiary dynamic.

CEL enjoyed some low level and sporadic business with other vendors including; HMV and Gamestop.

the PESTEL analysis

• • • • • • • • • • •

Negative trading landscape Double dip recession Cost down agenda Difficulty securing working capital Increased compliance liabilities Dramatic fall in consumer confidence Fundamental changes in the way consumers were accessing content Increased costs of BER disposals Heavy retailer discounting Rising logistics and warehousing costs Increasing employment costs (NMW/AWR)

Recovery, Rebrand, Repositioning

main issues facing the business

excessive fixed costs

diminishing market

uninspired brand

eroding margins

uncertain pipeline

low staff morale

disunited board

no plan B

the business

the main plan of action Rescue

Secure financial position Reduce costs - reduced by over 50% Unite board Agree vision, strategy and ownership Communicate to and involve the team Labour model/working practices adjusted to take account of new reality Hearts and Minds - culture change/morale improvement Company-wide comms implemented Value stream mapping on all services Visit all user and inactive clients to win/win back additional business Improved integration/overhaul of systems to improve information/streamline

Recover

Revisit previous/existing markets to re-sell new capabilities Viability study to identify opportunities to diversify into other product repairs Maximise current client value Put sales and marketing strategy into action Re-brand and re-position Sales and Marketing plan Forecasts and P&L Roles, responsibilities and structure to support the business in its development

Grow

Explore growth strategies - JV, organic and diversification opportunities Aggressive and action based sales and marketing plan - direct, network model and strategic partnerships 1, 3 and 5 year growth plan produced and in place Develop B2C market Invest in ecommerce website Direct sales activity Build profile through PR and marketing Agree and execute Plan for Growth

Recovery, Rebrand, Repositioning

targeting our market Employee benefits VIP Drop off/collect service Other office tech Other touchscreen tech applications Public sector Dealerships

corporate b2b

Retailers Insurers Resellers OEM Warranty work

Direct mail PR FM partner network Referrals Competitions University/colleges - partner Students union

consumer online

Main FixMy website Facebook LinkedIn Ebay Twitter Pinterest Blogs / Sharing

the repositioning the business

Design and development of a new branding style and marketing collateral, to reflect the shift and focus in activity...

Repairs, Refurbish, Customise and Trade Apple Products and Gaming Consoles.

reliable and trusted

fast, competitive and convenient

b2b and b2c

Leading technologies and repair methods

VIP same day

Single to multiple repair capacity

No hassle Ethical and socially responsible

1 to 1000+ Best practices

Green/Environmental

Service to suit the customer

Recovery, Rebrand, Repositioning

current climate and which way next

Trading landscape

Double dip recession Dramatic fall in consumer confidence Fundamental changes in the way consumers were accessing content

Initial strategy Efficiency drive Redundancy Viability study Con sole s iPro duc Har ts dD rive s DV D/ Blu eR PC/ ay Lap t op Pre Rep ow air ned JV Rem ote Sup Exp por ort t Ma rke t

Set up cost 5 5 4 3 1 2 Current in house capabilities 5 4 5 4 2 4

Ability to learn 5 5 5 5 4 5

Time to market 5 4 5 5 3 5 Distraction to core business 5 5 5 4 4 5 Barrier of entry/obstructions 2 3 5 3 3 5 Current players/competition 3 3 4 3 3 5

Value per unit 3 5 3 4 4 3

Operations 5 5 5 5 2 4

Volumes 3 5 4 5 5 5

Sourcing Parts/bits 3 4 2 1 3 5

Risk 5 4 5 5 2 4

Shelf Life 2 4 2 2 5 4

Total 51 55 54 49 41 56

4 5 2 5 4 3 4 4 4 4 2 3 4 3 2 5 5 5 5 4 3 3 4 5 5 5 48 54

the pre-rebrand online presence

Limited functionality No SEO optimisation No social media integration ‘Not found’ on first 20 pages of keyword search No or little maintenance to update Poor user experience

revamped website

Recovery, Rebrand, Repositioning

new revamped website

Full CMS platform Ecommerce Product features SEO optimised Full social media integration Multi device compatible Engaging user experience

The new website is a platform to progress and develop the online potential of the business.

Capable of growing as the offerings meet the needs of the customer.

the press and social media marketing

Recovery, Rebrand, Repositioning

initial online response

1 November prelaunch figure

New Likes

0

Talking About This

0

Weekly Total Reach

29

7 November following launch and initial campaign

New Likes

125

Friends of Fans

25,988

Talking About This

143

Weekly Total Reach

1,313

LinkedIn corporate page produced, tech polls created and engagement in ‘Groups’ and ‘Answers’

handover and exit

Sponsored and mentored director onto Goldman Sachs 10ksb programme

Regular reviews held against the Growth Plan

New revenue streams Intervention evolved from coaching to mentorship, enabling the business to grow independently

United business with common goals and objectives

Costs under control Growth plan in place, being followed and measured against Credibility with banks and investors

Unique regional distribution model Renewed interest from target market as a result of new, relevant and investable proposition

Clear, concise and attractive message being marketed

GOALS

Clear sense of direction and vision

Board aligned and focused on growth

ACHIEVED

Recovery, Rebrand, Repositioning

don’t take our word for it

Steven values his customers above all. He and his team listen attentively to the customers needs and supply the best fit.

I have worked with Steven during my time at two different businesses one being my own, he has taken time out to understand what it is that I do, what I need.

Over recent years he has assisted me in problem solving and business direction; during this time his advice and patience has been invaluable. Not one to rest on his laurels, excellent team leader and superb company.

Jamie Fowler, Managing Director. Console Enterprise Limited.

get in touch

A business that is not growing is a business already in decline Harvard Business School

performance - hardwired thebigbangproject.com

the

Steven Street Founding Partner 07767 608667 steven@thebigbangproject.com